Incremental lift is a key marketing metric that helps brands understand the additional value generated by their marketing campaigns. It measures the "lift" in conversions, sales, or other key performance indicators that can be directly attributed to a marketing effort, beyond what would have occurred naturally. This isolated lift helps marketers determine which strategies and channels are genuinely driving new growth and which are capturing demand that may have happened anyway.
Unlike traditional performance metrics that may not differentiate between organic growth and campaign-driven results, incremental lift offers a clear understanding of the true impact of a marketing effort.
At Rockerbox, incremental lift is a vital component of our unified measurement solution. By combining it with Multi-Touch Attribution (MTA) and Marketing Mix Modeling (MMM), we provide brands with a comprehensive, data-driven view of their marketing performance. This approach ensures you are focusing on strategies that yield real, incremental value, backed by data and expert analysis.
Why is Incremental Lift Important?
- Measure Real Campaign Impact
Incremental lift allows you to see the exact contribution of your marketing efforts by isolating the additional results—whether that’s sales, leads, or engagement—that wouldn’t have occurred without your campaign. This helps avoid overestimating the success of your marketing activities and provides a true picture of their effectiveness. - Avoid Attribution Overlap
Marketing efforts often overlap, and it can be difficult to determine which actions are driving real value. Incremental lift helps differentiate between organic growth and campaign-driven growth, ensuring you avoid misattributing success to campaigns that may not have had a meaningful impact on results. - Optimize Marketing Spend
By identifying the campaigns that generate incremental lift, brands can allocate their budgets more effectively. Incremental lift ensures that marketing dollars are spent on efforts that drive new growth, not just on campaigns that capture existing demand. - Complement MTA and MMM
Incremental lift is not an isolated metric. At Rockerbox, we integrate the measurement of incremental lift with MTA and MMM outputs, providing a unified view of your marketing performance. This combination ensures that you’re getting a complete picture of both individual and holistic channel performance.
How to Measure Incremental Lift
Measuring incremental lift requires setting up controlled experiments to compare the results of a group exposed to your marketing campaign with a control group that isn’t exposed. By comparing the differences in outcomes between the two groups, you can isolate the "lift" or additional impact directly caused by your marketing.
The formula for calculating incremental lift is:
Incremental Lift = (Conversion Rate of Test Group - Conversion Rate of Control Group) / Conversion Rate of Control Group
Here’s how it works:
- Test Group: The group that is exposed to the marketing campaign.
- Control Group: The group that is not exposed to the campaign, serving as a baseline for comparison.
- Conversion Rate: The percentage of people who performed the desired action (e.g., a purchase, signup, or click) in each group.
By comparing the conversion rates, marketers can determine the true value their campaign has driven, represented as the incremental lift. This approach can be applied to a range of controlled experiments, such as A/B tests or geo-lift tests.
How Rockerbox Helps You Measure Incremental Lift
At Rockerbox, we specialize in helping brands measure incremental lift as part of our unified measurement approach. Here’s how we make it easy for you to understand and act on incremental lift data:
- Designing Controlled Experiments
Rockerbox collaborates with your team to design controlled tests, such as A/B tests, geo-lift tests, and other incrementality methodologies. We work closely with you to define test parameters, identify appropriate control groups, and establish clear key performance indicators (KPIs) to ensure accurate results. - Managing the Entire Testing Process
From setup to execution, Rockerbox manages every step of the incrementality testing process. We handle the logistics of creating test and control groups, ensuring randomization, and tracking performance to capture precise data on incremental lift. - Analyzing Results with Expert Insights
After completing the test, our experts analyze the results to calculate the incremental lift and provide clear, actionable insights. We measure key metrics such as incremental ROAS (iROAS) and incremental Cost Per Order (iCPO) to give you a complete understanding of the financial impact your marketing efforts are delivering. - Unified Measurement for a Complete View
Rockerbox integrates incremental lift results with MMM and MTA models, creating a unified view of your marketing performance. This allows you to validate your attribution models and refine your strategies with confidence, knowing that you have a holistic understanding of your campaign’s true impact. - Ongoing Optimization with Strategic Support
Our professional services team works alongside you to continuously optimize your marketing strategy based on the insights gained from incremental lift analysis. We help you identify which campaigns should be scaled and which ones need adjustment, ensuring that you’re always maximizing the efficiency of your marketing spend.
Why Choose Rockerbox for Measuring Incremental Lift?
Rockerbox provides a unique combination of unified measurement tools and expert guidance, making us the ideal partner for measuring incremental lift and optimizing marketing performance.
- Unified Measurement Approach
Incremental lift is just one part of our broader unified measurement framework, which also includes MTA and MMM. This integrated approach ensures you’re capturing a full, accurate picture of your marketing performance across all channels. - Expert Guidance with Professional Services
Rockerbox doesn’t just provide tools; we offer expert insights and strategic support through our professional services team. From test setup to performance analysis, we provide guidance at every step to ensure you get the most out of your incrementality testing. - Actionable Insights
Our detailed analysis of incremental lift helps you focus on the campaigns and tactics that truly drive new growth. We provide actionable insights that you can use to optimize your marketing efforts and improve return on ad spend (ROAS). - Comprehensive Support
From the initial experiment design to ongoing strategy refinement, Rockerbox supports you throughout the entire process of measuring incremental lift. Our goal is to help you maximize the efficiency and effectiveness of your marketing investments.
FAQs About Incremental Lift
What is incremental lift in marketing?
Incremental lift refers to the additional conversions, sales, or other desired actions that are directly attributable to a marketing campaign. It measures the impact that a campaign has beyond what would have happened naturally, providing a clear picture of the campaign’s true effectiveness.
How does Rockerbox measure incremental lift?
Rockerbox measures incremental lift through controlled experiments, such as A/B testing or geo-lift testing. We compare the results from a test group exposed to your marketing campaign with a control group that isn’t exposed, isolating the lift created by your campaign. This data is then integrated into our unified measurement framework, combining it with MTA and MMM outputs for a complete view.
What can incremental lift tell me about my marketing performance?
Incremental lift shows you the real value of your marketing efforts by focusing on the additional growth driven by your campaigns. It helps you avoid overestimating success by eliminating the noise of organic growth and allows you to focus on strategies that deliver measurable, incremental results.